Print worth keeping
Signal Spotlight
Before you read… Consider supporting this publication by buying me a coffee here.
Crowned head of editorial content, Chloe Malle has stepped into one of fashion’s most high-profile roles. Reported in Business of Fashion, Malle has plans to make “print product feel more like a collector’s item, with fewer editions and thicker paper.”
This move echoes Monocle’s “print worth keeping” strategy, described by CMO Anders Braso as a deliberate counter to disposability. Both approaches suggest that in an age where content is abundant and attention is scarce, tactility and permanence become new markers of value.
For publishing, this could mean fewer but better editions, designed not just to be read but to be held, kept and returned - a physical antidote to the endless scroll.
Although, copywriting agency, Kensington Copy, argues that Vogue’s latest print strategy and paywall of Vogue Online will alienate its audience of aspirational shoppers and student creatives. Instead, it suggests an alternate value proposition: drawing on Vogue’s cultural provenance to merge its global issues into one collectible “Vogue World” edition.
So, is it a focus on content or on collectable quality that will truly fuel revenue, aspiration and cultural relevancy?
If you’d like to support this publication, you can buy me a coffee here.
For collaborations or to explore how my research can inspire opportunities for your business or clients, contact me at hello@catannastudio.com.